AusLeisure

The 'traditional' Australian family holiday, with Mum, Dad and the children visiting domestic tourist attractions together, is on the decline, according to a new study by Roy Morgan Research.

With the trend potentially having a huge impact on attractions around the country, as Roy Morgan Research has reported "you may not be able to choose your family, but you can choose whether or not to take a holiday with them".

The findings show that with the traditional nuclear family unit gradually becoming less prevalent in Australia, a declining number of Australians are taking holidays with their children. However, travelling alone or with other relatives is on the rise.

Of the 10,831,000 Australians who holidayed at least once in the 12 months to November 2013 and specified who they went with, 36% travelled as a couple on their last holiday, the same level as a decade ago. Only 26% travelled as a family with children, down from 29% in November 2003.

Meanwhile, the proportion of people travelling alone on their last holiday rose (14%, up from to 12% in 2003) as did those who holidayed with other family members (from 12% to 13%).

Commenting on the new findings, Roy Morgan Research International Director of Tourism, Travel and Leisure Jane Ianniello stated that, in recent years "some family-focused destinations, such as the Gold Coast with its theme parks and beaches, are suffering from the declining family holiday market.

"Indeed, our data shows that the Gold Coast is no longer as popular with Australian travellers as it was."

Ianniello added that high-achieving young families in the demographic segment that Roy Morgan Research defines as 'Career and Kids' segment were more likely than other groups to holiday at the Gold Coast (10% in the last 12 months vs 7% of the population over the age of 14).

She explained "besides being extremely family-focused, 'Career and Kids' typically hold responsible, well-paid jobs and are working hard to pay off their suburban homes."

"In addition to the Gold Coast, this group also aspire to holiday in high-profile destinations such as the Sunshine Coast, Whitsundays, Tropical North Queensland, Great Ocean Road, Melbourne, and Sydney."

'Career and Kids' is one of the segments used by Roy Morgan Research's new profiling tool, Helix Personas.

1st April 2013 - NEW REPORT TO HELP GUIDE FUTURE TOURISM DISTRIBUTION STRATEGY

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17th December 2012 - LUNA PARK MELBOURNE CELEBRATES 100 YEARS

21st August 2011 - WILL AUSTRALIA EVER BUILD ANOTHER THEME PARK? 

20th August 2009 - NEWS NOT ALL BAD FOR TOURISM: ROY MORGAN

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